Chinaberry’s winning combination: soft on the outside, savvy on the inside

By Reported Donna Loyle

But through it all, your niche catalog company continues to enjoy annual sales growth of about 13 percent—for 10 years running. And, in all but one of those years, your company recorded healthy profit margins.

Chinaberry, a cataloger specializing in books and other products for children, women and families, combines a carefully selected merchandise lineup with warm customer relations—all layered over a savvy business acumen. The result is a fascinating case study of a successful niche cataloger.